In the early days of every startup a common problem that an entrepreneur faces is to generate content for the social media accounts, website blogs etc.; manage these accounts make regular and quality posts. Let's learn how to generate content for a blog or social media posts, how to utilize freely available resources, how to create strategies that provide a continuous stream of content.

1. Be Your Own Digital
Content Marketer
ARUNIMA SHEKHAR

2. “Content marketing is the only marketing left.”
- Seth Godin
WHY?
3.17 billion users on the Internet
Spend an avg. 8 hours a week reading and sharing content
49% of time on mobile is spent consuming content
That’s ~3.6 billion hours worth of content consumed daily!

3. Content Engineering & Marketing – The Mantra
Strategize
Develop
Publish
Promote
Analyze

4. Content Engineering & Marketing – The Mantra
Strategize
Develop
Publish
Promote
Analyze

5. Strategize – How?
 Step 1 - Get Answers To 2 Questions
 Where does your target audience reside online?
 Social Media
 Social Networks
 Search Engines
 Long-format Content Sites
 Where does your target audience reside in the physical world? - Demographic Data
 Age Group
 Gender
 Geographic Location

6. Strategize – How? (Contd.)
 Step 2 – Shortlist maximum 4 channels based on your answers in
Step 1
Short Format
• Facebook
• Twitter
• Google+
• LinkedIn
• Reddit
Long Format
• Flipboard
• Newsvine
• Quora
• Medium
• Digg
Media
• Flickr
• Pinterest
• Instagram
• Pixabay
• Vimeo
• Youtube
• Vine
• Dailymotion
Search
• Optimize
Page
Content

7. Strategize – How? (Contd.)
 Step 3 – Create a Budget
Content Creation | Content Publishing | Content Marketing

8. Content Engineering & Marketing – The Mantra
Strategize
Develop
Publish
Promote
Analyze

9. Content Engineering
Content production Content management Content modelling
Content conversion
Content use and
repurposing

10. Develop – How?
Text/Copy
• Include at least 2 keywords
from keyword list created
• Supplement words with an
image
• Short Copy – Facebook,
Twitter, Google+
• Long Format – Blog,
LinkedIn, Medium
• Images – Creative
Commons, Pexels, etc.
Image
• Message/Self-
explanatory
• Illustration
• Pictures
• Infographic
GIF/Video
• Convey a
story
• Animated
• Virtual Reality
• Motion
Picture

11. Developing Content – Text/Copy
 The Lede – The opening paragraph of an article (publishing term)
 Who | What | Where | When | Why | How
 Short Copy Content – Tips
 First Line
 Not exceeding 10 words
 DO NOT STUFF KEYWORDS
 A Catchy image to go with it
 Know the color palette and the emotion you want to invoke.
 E.g.: Yellow/Orange in the image catch the eye faster, Purple/Red are good for festive seasons, avoid using grey
monotones
Sample >>

12. Developing Content – Text/Copy (Contd.)
 More Tips
 Convey ONE thing
 “Checkout the latest sale at BrandZero on fresh arrivals. Great cashbacks and discounts on
purchases above Rs. 1000. Share with friends and avail a further 10% off!”
 “SALE on fresh arrivals at BrandZero! Click here to check it out right now!”
 Be Explicit - State the action you want reader to perform.
 Pl RT, Share with friends, Like the post, CTA, etc.
 Tools
 Text – Google Webmaster Tools, Grammarly, Headline Analyzer
 Raw Images – Creative Commons, Pixabay, Pexels
 Processed Images - Canva, PlaceIt

13. Developing Content – Text/Copy (Contd.)
 Long Format Content
 Title
 Not exceeding 12 words
 Use at max 3 keywords
 The first paragraph of the article must contain the keywords
 Tips
 Adding numbers to the Title gives it better ranking.
 E.g. Where Is The US$48 Billion Indian Food Tech Industry Headed
 Quote trusted sources
 Format content for readability – Starting paragraph should be maximum 100 words. Use lists as far
as possible
 Use h3/h4 tags for in-article headings
 Always add descriptions to images within the blog

14. Developing Content – Text/Copy (Contd.)
 Tools
 Text –
 CoSchedule’s Analyzer for Headlines
 Google Keyword Analyzer
 Images –
 Creative Commons
 Flickr
 Pixabay
 Pexels
 Wallpapers

15. Activity
You’re an e-commerce portal owner and you just added the following item to your inventory.
Write a Facebook post and a Twitter post to notify your customers about this addition.

16. Developing Content – Images/Infographics
 Tips for Creating Images for Social Media
 Image should complement the copy – Use high quality images, pay if you have to! Sample>>
 Even quotes are more shareable when accompanied by an image
 Tools – Canva, Imgflip, Piktochart, Pixlr to get the correct image sizes for different channels.
 Tips for Creating Infographics
 Use Infographics to convey - Processes, Comparisons, How-To’s, Data & Research
 ALWAYS Quote the source of your data
 Tools that offer readymade infographic templates
 Hubspot
 Visual.ly
 Easel.ly
 Canva
 ThingLink

17. Some Interesting Facts About Infographics
Source: visual.ly

18. Developing Content - Video
 90% of Consumers preferred video content to know and
understand products.
 Tips
 The ideal video length to go on
 Social Media – 1 to 1.5 minutes
 Blog/Vlog – Maximum 20 minutes
 Company Culture videos – Maximum 5 minutes
 How-To/ About Product Videos – Maximum 10 minutes

19. Developing Content – Video (Contd.)
 Tools
 Your Smartphone
 Whiteboard Animation Videos
 VideoScribe
 WhiteboardAnimation
 Animation Videos
 Animoto
 Flixpress

20. Content Engineering & Marketing – The Mantra
Strategize
Develop
Publish
Promote
Analyze

21. Publishing
 Where?
 Blog – WordPress, Blogger
 Social Media
 Publishing Websites - Medium
 Content Curation Websites
 Tips
 Publish during peak traffic hour – Get maximum eyeballs
 Use a publishing tool to schedule posts in advance
 Use hashtags to maximize discovery, especially with trending topics – Maximizes discovery
on content curation sites as well
 Tag people, groups and places

22. Publishing (Contd.)
 Tools – Social Media
 Hootsuite – Free + Premium
 Buffer – Free
 Tools – Blog
 Free Wordpress
 Hosted on Wordpress.com
 Wordpress analytics
 Limited customization options
 Hosted Wordpress – Wordpress.org
 Self-hosted
 Analytics integration – Google Analytics
 Tips
 Optimize images for size and add a description
 Use tags and categories effectively (for SEO)
 Use SEO plugin such as Yoast

23. Content Engineering & Marketing – The Mantra
Strategize
Develop
Publish
Promote
Analyze

24. Promote
 Organic
 Use Keywords and hashtags for discovery
 Cross-promotion and tagging on Social Media
 Submit your content to Blog Directories and Content Aggregation Websites
 Tap into Influencer outreach
 Paid
 Paid Marketing on Social Media – Facebook
 Boost Post on Facebook for potential viral posts. Make sure to add a relevant and stunning visual to complement your campaign.
 Promote Page to get more likes – Again be very careful about the visuals you are using. Don’t stuff keywords into the 100
characters available
 Promote Website Link
 Affiliates
 Promote on Content Affiliate Sites – Outbrain / Shareaholic / Inbound
 AdWords / AdSense

25. Content Engineering & Marketing – The Mantra
Strategize
Develop
Publish
Promote
Analyze

26. Analyze
 Social Media analytics - Facebook, Twitter, Pinterest, etc.
 Google Analytics integrated on your site/blog
 Web Analytics Tools – Moz, Alexa, SemRush
 WordPress Analytics/Jetpack
“Data! Data! Data!” he cried impatiently. “I can’t make bricks without clay!”
– Sherlock Holmes

27. Content Engineering & Marketing – The Mantra
Strategize
Develop
Publish
Promote
Analyze

28. Get In Touch
LinkedIn : https://www.linkedin.com/profile/view?id=AAIAAAE6X5oBA_N1rqdqwORozHApmUj2UjTqVkw
Twitter : http://www.twitter.com/shekhararunima
Website : http://www.scrambledworks.com